What:

Identify one element of your experience that you can personalize for your customer. Consider the barista who knows and readies your favorite drink, or the car service that tunes your stereo to your favorite radio station. How can you demonstrate to your customers that you really know their tastes?

Why:

Prove that you listen and that you care about the customer's comfort. That builds loyalty. Once you capture that first element, it becomes the foundation for a closer customer relationship.